Loyalty program under Montini’s tenure is a big plus for Rite Aid

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CAMP HILL, Pa. — Tony Montini returned to Rite Aid just in time to help leverage what is becoming a very powerful Wellness+ loyalty card program that has cracked the code for the chain in terms of tying the front-end to the back bench by way of the patient.

And while Montini returns to the retail ranks as SVP category management, he is well-prepared to make Wellness+ work gangbusters with the supplier community. His background is in corporate marketing with advertising agency Marc USA, where he was EVP and COO.

Wellness+ launched nationally two months into Montini’s tenure. The scorecard thus far: 29 million members, 70% utilization across a front-end that realized a 1.3% comparable sales lift in November and 64% utilization across prescriptions filled (excluding New York and New Jersey).

And all of that within the first eight months of the program. Bottom line: Wellness+ retains and attracts good customers, both on the front end and across the pharmacy.